Grab
Grab
OneGrab
To spotlight GrabMart, Grab has been running durian campaigns for 7 years. The campaign has evolved to target both durian lovers and haters over the years with offerings like durian treats and fresh durian for durian lovers, and odor-fighting goods like air fresheners, deodorisers for durian haters.
In 2023, Grab wanted to target more states nationwide. The new target audience? The non-urban malay market. And there’s one thing this audience loves: drama.
Introducing, Durian Tanpa Drama. A campaign that leveraged drama to bring durian lovers and haters together.
First, we launched with dramatic movie posters. Then, we released videos disguised as dramatic movie trailers. These videos were so dramatic, viewers couldn’t resist turning them into memes on social media.
The campaign was also brought to life on-ground with durian feasts and viewing parties nationwide.
ECD: Carina Teo
CD: Wong Sen Kiat
Copywriter: Carmen Cheong
Art Director: Zahriel Yazid
Designer: Simone Yeoh Si Wen
Creative Producer: Jan Teoh
Marketing/Brand: Sherene Tan, Allyce Low, Chuah Yu Pyn; Raymond Seah,
Pamela Chia, Hassan Alsagoff
Social Team: Anne Cheah, Shazli Mokhtar
Digital Performance: Amanda Choo, Emily Tan
Production House: Graph Studio
Film Director: Derrik Yaw
Exec Producer: Kenneth Lim
Producer : Leon Ho
Line Producer: Peh Ying Jie
Dir of Photography: Jeff Mah
Art Department: Seni Lab
Post Production: Gurafu Post
Offline Editor: Elyas Adnan
Colorist: Jawagar Samidurai
Online Editor: Moon Chong
Music score: PITCH Audio
Sound Engineer : PITCH Audio
